Convenience is worth the cost—to some extent
When asked if they were willing to pay more, knowing that restaurants often have to pay third-party companies up to 30% of the charge as a fee, 42% said yes. That said, cost is currently the biggest barrier among those who tried third-party delivery and stopped using it. Three in 10 discontinued service because it was too expensive, and 23% think the delivery fee specifically is too much. So operators have to find the balance of how much more is too much, based on their own prices and value equation.